Consumer Emotions and Brand Loyalty Dynamics
Summary
Consumer emotions play a pivotal role in shaping loyalty to brands, influencing decisions at every stage of the purchase journey. Positive affective experiences, such as joy, pride or a sense of belonging, can strengthen the consumer-brand bond, leading to repeat purchase, advocacy and resistance to competing offers. Conversely, negative emotions—disappointment, anger or anxiety—can erode trust and prompt defection. The dynamics of this relationship unfold through emotional appraisal, memory reinforcement and behavioural intention. Emotional branding strategies seek to cultivate attachments that transcend functional benefits, fostering self-brand connection and love-mark status. In digital and physical contexts alike, understanding the interplay of design features, service quality and brand narratives is essential. As consumers navigate an increasingly global marketplace, insights into emotional triggers and loyalty mechanisms offer practical guidance for marketers, while advanced modelling techniques enhance predictive accuracy and enable personalised engagement across diverse demographics.
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Consumer Emotions and Brand Loyalty Dynamics publication trend
The graph below shows the total number of articles in consumer emotions and brand loyalty dynamics across all publications each year (not limited to Nature Index journals).
Technical terms
Consumer emotions: Affective responses evoked by brand interactions, including positive and negative feelings that influence loyalty.
Brand loyalty: The degree of consumer commitment to repurchase and advocate for a brand over time.
Self‐brand connection: The extent to which a consumer integrates a brand into their self-identity and personal narrative.
Continuance intention: The consumer’s expressed likelihood to continue using a product or service in the future.
Brand likeability: The perceived warmth, appeal and friendliness of a brand that enhance emotional engagement and quality perceptions.
References
- The Impact of Mobile Payment Application Design and Performance Attributes on Consumer Emotions and Continuance Intention. SAGE Open (2023).
- The role of self-brand connection to mediate the effect of customer satisfaction on repurchase intention in moderation of lovemark. International Journal of Data and Network Science (2023).
- Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability. Research Journal for Societal Issues (2024).
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